...value in this opportunity and the challenges in capturing this value. So an attractive market opportunity is one that has high potential and, you know, manageable challenge, if you want. The key question is, alright, how do we assess the overall chal

...opportunity and then map them on this two by two matrix dimension because research on how investors make their investment decision show clearly that these are the two main dimension that they are looking for, the potential to generate value in this o